Green Washing: Aligning Product Claims with Consumer Expectations Webinar
11th Series Product Stewardship Institute Networking Calls
Jul 12, 2011
from 01:00 pm to 02:30 pm
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July 12, 2011
1:00 - 2:30 p.m. ET
Interested in receiving in-depth information on cutting edge issues in the product stewardship field? PSI networking conference calls offer a carbon-free alternative to in-person workshops and meetings. PSI networking call participants can listen to expert presentations and ask questions on timely product stewardship issues from the comfort of the home or office.
With the growing popularity of “green” products, brand owners are increasingly using words such as “green,” “sustainable,” “environmentally friendly,” “compostable” and “renewable” to sell their goods. However, it is easy for a consumer to be confused or misled, due to the lack of clear definitions for these terms and oversight of their use. On this webinar, you will learn about recent Federal Trade Commission guidelines related to green marketing, including a recent case against K-mart for making false claims about the biodegradability of a product. Examples of green marketing that are particularly confusing to consumers will be discussed, based on the 2007 TerraChoice report, “Seven Sins of Greenwashing.” This webinar will clarify what is considered “accurate advertising,” as compared to what the public perceives as “greenwashing,” and will emphasize the importance of reputable certification programs to ensure that the public can make informed purchasing decisions. Having measureable and verifiable metrics ensures that consumers are not misled and enhances a company’s brand image.
- Laura Koss, Federal Trade Commission
- Scot Case, UL Environment and TerraChoice
- Barbra Batshalom, Sustainable Performance Institute/Nexus
Moderated by Scott Cassel, PSI
For registration information, please visit the Product Stewardship Institute website.